Defying the ‘Rules’ of Product lifecycle
Turning an Underperforming Fragrance Line into a Multi-million Euro Revenue Generator
The Challenge
- Portfolio imbalance resulting from high volume of flanker and end of lifecycle lines
- Brand equity dilution due to heavy diversion was driving down prices
- Reduced turnover and profits due to decline in sales and margin whilst costs remained steady
- Incomplete market knowledge despite strong distributor network
- The brand engaged with Beautynet to discuss these challenges and opportunities, utilising our Strategic Sales Programme (SSP)
The Solution
Reviewed lines that met core criteria
- Luxury flanker and/or end of product lifeycle line
- Strong latent demand
- Ability to offer Beautynet exclusive distribution
- One line with two references was selected
Collaboratively agreed detailed sales plan
- Exclusivity - removed line from general distribution and cease all marketing activity
- Geography - identified areas of strong latent demand in a selection of north and eastern European countries, and the US
- Channel - identified channels to maximise sales and build brand - pharmacy chains, selected ecommerce and bricks & mortar stores
Managed end-to-end distribution
- Warehousing - collecting and stored goods
- Compliance - regulatory and customs
- Distribution - direct to agreed channels
- Sales Portal - full transparency of sales data
The Results... So Far
€4m
Total Sales
(2022 actual)
€20m
Cumulative Incremental Sales
(to date, over 9 years)
Year on Year Sales
Useful Information
If you’d like to hear more about how Beautynet’s strategic sales programme can help you navigate this new world, contact us:
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